Recent Endorsements

You've left us really enthused about the whole digital dimension and we're looking forward to developing our plan with your support.
Simon Beardow - Deputy Director, British Council, Vietnam

Saturday, 16 April 2011

Who Drives Traffic To Your Content?

Most of us now understand that content is king; the interesting point is how are people finding what you have produced?

A new study from Outbrain sets out to find how people discover and engage with content on the web.

Traffic patterns  from 100 million sessions ( a 'session' is defined as a series of page views with no more than 30 minutes between one and the next.) across more than 100 premium publishers that used their publishing platform was analysed platform to see how readers were accessing content, just where they’re finding it and how they were engaging with that content.

The key finding from the study were:
  • Search remains the primary source of directing traffic to content pages (41%)) but  social is catching up at 11%.
  • Stories in the news, entertainment and lifestyle categories are the most likely to receive traffic from social sources.
  • Traffic coming from social media sources has the highest tendency to bounce.
  • Readers who go from one content site to another are most likely to be engaged in what they’re reading, presumably because they are already in content consumption mode.
  • Facebook delivers a more diverse audience than Twitter.

Google, AOL and Yahoo are the the top three sources of traffic to content pages whereas Facebook and Twitter came in 4th and 8th, respectively. Digg rounded out the top 20.

And what kind of content are people sharing on social media?  According to the Outbrain study, news stories were the most likely to receive traffic from social sites, followed by entertainment stories and lifestyle.
Hyper-engagement is defined as those so access five or more pages per session.  Reader engagement is highest when they come from search or other content rich sites.  By contrast, social sites referral readers are not particularly hyper-engaged.

Finally the study commented on the differences between Facebook and Twitter readers:

"Given the popularity of both Facebook and Twitter, we thought it was worth comparing their relative traffic quality to see what differences exist. Surprisingly, the two sites drive similarly engaged audiences in terms of page views per session, bounce rates and hyper-engaged reader sessions. 
The one key difference is in their relative reach, which we define as the number of unique visitors per 1,000 sessions. Specifically, we found about 72% of sessions originating from Facebook were from a unique visitor, versus only 52% in the case of Twitter, suggesting that Twitter’s audience is more likely to be made up of repeat visitors."

You can download the full study from Outbrain’s blog.

A couple of pointers on how to write content that people will want to actively engage in, and discover through search.
    Content Strategy for the Web
  1. Devise a content strategy that ensures that what you produce is of use to your readers / business consumers.  That way you will get attention and people will be inclined to share. Vacuous drivel goes nowhere!
  2. Don't start from the rigid belief that your content has to be published on your site.  It may be better on a third party site for greater exposure.
  3. Content most in demand is ‘smart’ (capable of being re-used and repackaged in many ways) and ‘evergreen’ (long lasting).  It should also motivate users to download, embed or share it and you need to provide the tools so they can do so.
  4. Make sure your content contains the key words both in the title and body text.  That way it has a better chance of showing up in search.
  5. Write better headlines encourage reader curiosity.
  6. As articles with visual content get a 27% increase in click engagement and content discovery, make sure you at least include a thumbnail image or two.
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Thursday, 14 April 2011

Blue Jackets And The 365 Campaign

A campaign of 365 store ads, shot in 15 commercial blocks, to demonstrate the range of product in an IKEA store.

This is not the only great creative idea from Lemz. Using the power of social media the company is assisting, an independent organization (with no government funding), which dedicates itself to provide proper information for drug addicts to help drug addicts quit through Facebook.

Monica's Jacket
Drug addict Monica Gebruikt wears a bright blue jacket as she makes her way around the Dutch city of Amsterdam. The text printed on here jacket invites people to 'friend' her on Facebook. So far 733 have done so.

Why is the company doing this?

While confessing that it is very much an experiment, Lemz says that the aim is to see if the act of being befriended on Facebook is enough of an intervention to have addicts ditch their reliance on drugs?

Within a fortnight of having the page live Monica had regained contact with her sons and sister after she becoming a trending topic on twitter.

In the Facebook introduction she has written:

"P.s. Don’t be afraid! If you decide to become my friend you will get an interesting peek into my daily life (with a maximum of two posts a day). I will NEVER ask for money or try to visit you in person. The only thing I will ask from you is your online friendship."

Will Facebook reaffirm Monica's faith in humanity and help her gain new interests?  One would like to think so.
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Wednesday, 13 April 2011

Fruity Fun - Integrated Digital Marketing

For the launch of Coca Cola's “More Fanta, Less Serious” campaign in Dubai, Memac Ogilvy chose to use 3D projection mapping on the buildings of Dubai Mall.

Fanta is an older brand in the Coca Cola stable and the aim is to make it fun for the teenage market in the 190 targeted countries.

Fanta has more than $12 billion in retail sales and is the second-largest sparkling beverage brand for the company outside of the U.S. The sell more than 2 billion unit cases worldwide.

According to Dow Jones News Wires, the push behind Fanta also seeks to capitalize on a consumer shift toward flavored sodas in the U.S. while traditional cola flavors lose ground. 

Among the reasons flavored sodas have grown is that consumers tend to perceive them as healthier than colas due to their fruit tastes. Flavored sodas are also popular among some growing demographics, like Hispanics.

Facebook Game

Jonathan Mildenhall, Vice President of Advertising Strategy and Content Excellence said they chose animation over actors as teenagers find them easier to relate to and it "travels well".  His stated that “Fanta is all about a giggle in a bottle”.

A Facebook game and the commercial below are all part and parcel of the campaign.

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Monday, 11 April 2011

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